2012/13 Taught Postgraduate Module Catalogue
LUBS5440M Sales Promotion and Sponsorship
15 creditsClass Size: 200
Module manager: Dr. Des Thwaites
Email: dt@lubs.leeds.ac.uk
Taught: Semester 2 (Jan to Jun) View Timetable
Year running 2012/13
This module is not approved as an Elective
Objectives
On completion of this module, students will be able to:- define the differing roles of sales promotion and sponsorship within the broader communications strategies of firms;
- exhibit an awareness of the many different sales promotion mechanics and their likely impact;
- critique or construct a sales promotion or sponsorship campaign with due consideration of issues of concept research, planning, implementation and measurement;
- demonstrate a critical awareness of the relevant literatures within the fields of sales promotion and sponsorship;
- demonstrate an awareness of some of the issues and considerations in moving internationally with sales promotion and sponsorship campaigns;
- demonstrate an ability to effectively work within a group setting.
Syllabus
Sales promotion and sponsorship within marketing strategy and the marketing mix. The promotion mix and its relation to buyer behaviour. Positives and negatives of the tools of promotion. Trade marketing and trade promotions. Promotions and direct marketing. Promotions and sponsorship in the service industries. Evaluating promotions and increasing their effectiveness. The differing types of sponsorship and the growth of the medium. International sponsorship. The roles of sponsorship within the marketing mix. Events marketing. Evaluation of sponsorship marketing and maximising its utility. Promotions and sponsorship within the industrial, corporate retailing, financial and international contexts.
Teaching methods
| Delivery type | Number | Length hours | Student hours |
| Lecture | 10 | 2.00 | 20.00 |
| Seminar | 10 | 1.00 | 10.00 |
| Private study hours | 120.00 | ||
| Total Contact hours | 30.00 | ||
| Total hours (100hr per 10 credits) | 150.00 | ||
Private study
A total of 120 hours are available to enable students to undertake the following activities:- Read the appropriate chapters in the recommended text and ancillary materials provided by the tutor
- Prepare group based presentations
- Undertake a group based assignment
- Examination revision
Opportunities for Formative Feedback
Feedback based on group case analysisAddressing individual student questions and meetings with groups to discuss progress
Feedback on 3,000 word group assignment
Methods of assessment
Coursework
| Assessment type | Notes | % of formal assessment |
| Report | 1 x group project report | 33.00 |
| Total percentage (Assessment Coursework) | 33.00 | |
Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated
Exams
| Exam type | Exam duration | % of formal assessment |
| Standard exam (closed essays, MCQs etc) | 2 hr 00 mins | 67.00 |
| Total percentage (Assessment Exams) | 67.00 | |
Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated
Reading list
The reading list is available from the Library websiteLast updated: 13/01/2014
Browse Other Catalogues
- Undergraduate module catalogue
- Taught Postgraduate module catalogue
- Undergraduate programme catalogue
- Taught Postgraduate programme catalogue
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